@incollection{,
	
					
					
					3435FDDF0C0BCA21696B070E0ED802FC
				,
	author={{DhanushanthiniAjanthan} and {Vavuniya Campus}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}1733137
}

@book{b0,
	
	
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	title={{Managing brand equity: Conceptualizing on the value of a brand name}}
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	year={1991}
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	publisher={Free Press}
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	address={New York, NY}
		
	

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	title={{Introduction to the special issue -social media and business transformation: a framework for research}}
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	author={{
			SAral
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			CDellarocas
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			DGodes
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	journal={{Information Systems Research}}
		
			24
			1
			
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	year={2013}
		
	

}

@incollection{b2,
	
	
		,
	title={{Brand equity: snark or boojum?}}
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	author={{
			PBarwise
		}}
	
	
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	journal={{International Journal of Research in Marketing}}
		
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}

@incollection{b3,
	
	
		,
	title={{The process of customer engagement: a conceptual framework}}
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	author={{
			JLBowden
		}}
	
	
		,
	journal={{Journal of Marketing Theory and Practice}}
		
			17
			1
			
			,
	year={2009}
		
	

}

@incollection{b4,
	
	
		,
	title={{Are social media replacing traditional media in terms of brand equity creation?}}
		,
	author={{
			MBruhn
		} and {
			VSchoenmueller
		} and {
			DSchafer
		}}
		
		
	
	
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	journal={{Management Research Review}}
		
			35
			9
			
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	year={2012}
		
	

}

@incollection{b5,
	
	
		,
	title={{Interactivity's unanticipated consequences for markets and marketing}}
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	author={{
			JDeighton
		} and {
			LKornfeld
		}}
		
	
	
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	journal={{Journal of Interactive Marketing}}
		
			23
			1
			
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	year={2009}
		
	

}

@incollection{b6,
	
	
		,
	title={{A paradigm for Developing Better Measures of Marketing Constructs}}
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	author={{
			GAChurchill
		}}
	
	
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	year={1979}
		
	

}

@incollection{b7,
	
	
		,
	title={{Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity}}
		,
	author={{
			LEagle
		} and {
			PKitchen
		}}
		
	
	
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	journal={{Journal of Marketing Communications}}
		
			6
			2
			
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	year={2000}
		
	

}

@incollection{b8,
	
	
		,
	title={{The impact of social media marketing on brand loyalty}}
		,
	author={{
			IEErdogmus
		} and {
			MCicek
		}}
		
	
	
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	journal={{Social and Behavioral Sciences}}
		
			58
			
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	year={2012}
		
	

}

@incollection{b9,
	
	
		,
	title={{We're all connected: the power of the social media ecosystem}}
		,
	author={{
			RHanna
		} and {
			ARohm
		} and {
			VLCrittenden
		}}
		
		
	
	
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	journal={{Business Horizons}}
		
			54
			3
			
			,
	year={2011}
		
	

}

@incollection{b10,
	
	
		,
	title={{Can you measure the ROI of your social media marketing?}}
		,
	author={{
			DLHoffman
		} and {
			MFodor
		}}
		
	
	
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	journal={{MIT Sloan Management Review}}
		
			52
			1
			
			,
	year={2010}
		
	

}

@incollection{b11,
	
	
		,
	title={{Users of the world, unite! The challenges and opportunities of social media}}
		,
	author={{
			AMKaplan
		} and {
			MHaenlein
		}}
		
	
	
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	journal={{Business Horizons}}
		
			53
			1
			
			,
	year={2010}
		
	

}

@incollection{b12,
	
	
		,
	title={{Impacts of luxury fashion brand's social media marketing on customer relationship and purchase intention}}
		,
	author={{
			AJKim
		} and {
			EKo
		}}
		
	
	
		,
	journal={{Journal of Global Fashion Marketing}}
		
			1
			3
			
			,
	year={2010}
		
	

}

@incollection{b13,
	
	
		,
	title={{Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand}}
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	author={{
			AJKim
		} and {
			EKo
		}}
		
	
	
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	journal={{Journal of Business Research}}
		
			65
			10
			
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	year={2012}
		
	

}

@incollection{b14,
	
	
		,
	title={{To be or not to be in social media: how brand loyalty is affected by social media?}}
		,
	author={{
			MLaroche
		} and {
			MHabibi
		} and {
			MORichard
		}}
		
		
	
	
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	journal={{International Journal of Information Management}}
		
			33
			6
			
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	year={2013}
		
	

}

@incollection{b15,
	
	
		,
	title={{Social media: the new hybrid element of the promotion mix}}
		,
	author={{
			WGMangold
		} and {
			DJFaulds
		}}
		
	
	
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	journal={{Business Horizons}}
		
			52
			4
			
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	year={2009}
		
	

}

@incollection{b16,
	
	
		,
	title={{The new WTP: willingness to participate}}
		,
	author={{
			MParent
		} and {
			KPlangger
		} and {
			ABal
		}}
		
		
	
	
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	journal={{Business Horizons}}
		
			54
			3
			
			,
	year={2011}
		
	

}

@incollection{b17,
	
	
		,
	title={{Understanding brand equity for successful brand extension}}
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	author={{
			DAPitta
		} and {
			LPKastsanis
		}}
		
	
	
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	journal={{Journal of Cunsomer Marketing}}
		
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	year={1995}
		
	

}

@incollection{b18,
	
	
		,
	title={{Social media's slippery slope: challenges, opportunities and future research directions}}
		,
	author={{
			DESchultz
		} and {
			JPeltier
		}}
		
	
	
		,
	journal={{Journal of Research in Interactive Marketing}}
		
			7
			2
			
			,
	year={2013}
		
	

}

@incollection{b19,
	
	
		,
	title={{Effects of Relational Factors and Channel Climate on EDI Usage in the Customer-Supplier Relationship}}
		,
	author={{
			JYSon
		} and {
			SJNarasimhan & F
		} and {
			Riggins
		}}
		
		
	
	
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			22
			
			,
	year={2005}
		
	

}

@incollection{b20,
	
	
		,
	title={{Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions}}
		,
	author={{
			XTong
		} and {
			JMHawley
		}}
		
	
	
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	journal={{Journal of Fashion Marketing and Management}}
		
			13
			4
			
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	year={2009. 2009}
		
	

}

@book{b21,
	
	
		,
	author={{
			TWeinberg
		}}
		,
	title={{The New community Rules: Marketing on the Social web}}
				O'Reilly: California
		
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	year={2009}
		
	
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	note={1st Edition}

}

@incollection{b22,
	
	
		,
	title={{An investigation of Facebook boredom phenomenon among college students}}
		,
	author={{
			AYazdanparast
		} and {
			MJoseph
		} and {
			AQureshi
		}}
		
		
	
	
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	journal={{Young Consumers}}
		
			16
			4
			
			,
	year={2015}
		
	

}

@incollection{b23,
	
	
		,
	title={{An examination of selected marketing mix elements and brand equity}}
		,
	author={{
			BYoo
		} and {
			NDonthu
		} and {
			SLee
		}}
		
		
	
	
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	journal={{Academy of Marketing Science}}
		
			28
			2
			
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	year={2000}
		
	

}